Academy / Get more customers from Instagram
Lesson 3 of 5 · 5 min
Captions with one next step
A caption is read on a phone, in a hurry, after the picture or video has done its job. People see the first line or two, then decide whether to tap "more". The caption's job is to take them from "nice" to "I want that".
A shape that works
- The first line. A question, a result or a surprise. "Stiff after a day at the desk?"
- The middle. The useful part, in short lines. Three steps, one story, one tip. Empty lines between paragraphs make it easier to read.
- The next step. One ask, at the end, that says exactly what to type or tap.
The course Write posts people stop for goes deeper into first lines. Here the focus is the last line, because on Instagram it is the one that brings customers.
Links in captions do not work
A link in an Instagram caption is plain text: nobody can tap it. That is why "link in bio" exists. It works, but it asks people to leave the post, find your profile and then find the link. Every step loses people.
Three asks that keep people where they are:
- Comment a word. "Comment STRETCH and I will send you the full routine." An automation sends the link in a DM. The course Turn comments into customers builds it.
- Send a DM. "DM us PRICE for this month's packages." A keyword automation answers.
- Save or share. "Save this for tomorrow morning." Good for posts that teach, when the goal is reach and not a sale today.
Use "link in bio" when the goal is a booking and your bio link goes straight to it.
Hashtags and length
A few hashtags that describe the post beat thirty generic ones. Put them at the end or in the first comment, which Postfjord can add for you. Captions can be long, up to 2,200 characters, but a caption for a Reel works best short: the video is the content.
Let the composer check it
In Postfjord, write the caption in the composer and press Check post. One of the notes checks for a clear next step, another checks the first line. The check is advice and never stops you from publishing. If the post asks for a comment, attach the automation under DM automation for this post, so it starts answering the moment the post is live.
Quick check · 3 questions
Check what stuck
Can people tap a link in an Instagram caption?
Show the answer
No, it shows as plain text. That is why comment a word, DM us and link in bio exist.
Which ask keeps people on the post?
Show the answer
Comment STRETCH and I will send you the routine. An automation sends the link in a DM, so nobody has to leave the post to get it.
Where do Instagram hashtags go to keep the caption clean?
Show the answer
At the end or in the first comment. A few hashtags that describe the post beat thirty generic ones.
In this course
- 1A profile that turns visitors into customersThe name, the bio, the link and the highlights, checked from the eyes of someone who found you a minute ago, with a before and after. · 5 min
- 2Reels and stories, the basicsWhat Reels and stories are each good for, three Reel formats you can film on your phone this week, and stories that start conversations. · 6 min
- 3Captions with one next stepHow an Instagram caption is read, a three part shape that works, why links in captions do not work, and which ask to use instead. · 5 min
- 4Reply fast, and let automation helpWhy the first reply wins the booking, how to answer the same five questions in seconds, and which automations to switch on first. · 5 min
- 5Collaborations and local reachReach new people through the businesses and customers around you: collab posts, partner offers, location tags, and thanking everyone who mentions you. · 5 min